MC

Current Trends in Science and Technology

an Open Access Publication ISSN: 0976-9730 | 0976-9498

Management and Economics

Brand Personality in the Car Industry

Mr. J. Saravanan
Associate Professor and Head, Department of Management Studies, SRM Arts and Science College, Kattankulathur
Dr. B. Devamaindhan
Director-Networking & Assistant Professor, DOMS (IDE), University of Madras
Online First: January 21, 2018
| Google Scholar

Abstract

Passenger cars were a luxury in a bygone era and times have changed since then. It is now an era that embraces globalisation. Privatisation has opened doors and monopoly hardly exists today. Families buy cars with rise in disposable incomes and to commute to work and educational institutions besides leisure activities. The car variants are aplenty and there seems to be stiff competition between variants in the same manufacturing company. The dream of buying cars in India continues unabated. Personalities of humans helps perceive their behaviour and likely action. Similarly, personality of cars helps perceived their look, functioning, efficiency and perhaps their owner’s social status. Research was undertaken in the passenger car industry at the city of Chennai in Tamilnadu State of South India. The objective was to investigate the impact of certain variables on the personality of the car brand and the manufacturer. Variables impacting car brand personality that were chosen for the research comprised Trust, Self-Connection, Passion, Intimacy, and Brand Partner Quality. The relationship between car brand personality and brand loyalty was also assessed. Tools like multiple regression analysis and correlation were used. Results reveal the extent of impact of these variables.

Keyword : Car Industry, Personality, Branding, Relationship Quality, Loyalty.

  Submitted
Jan 21, 2018
Published
Jan 21, 2018
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References

1. Biswas, A., Mukherjee, A., and Roy, M. (2014). Leveraging factors for consumer’s car purchase decisions – a study in an emerging economy. Journal of Management Policies and Practices, 2(2), 99-111. 2. Chopra, K. (2017). Brand analysis of Nexa.International Journal of Research in Finance and Marketing, 7(2), 155-162. 3. Gupta, B., and Agarwal, N. (2013). Influence of value added services associated with brand names on consumer buying decision with special reference of car buyers in Alwar District. International Journal of Management, and Business Studies, 3(2), 122-131. 4. Hanaysha, J., andHilman, H. (2015). The impact of product innovation on relationship quality in automotive industry: strategic focus on brand satisfaction, brand trust, and brand commitment. Asian Social Science, 11(10), 94-104. 5. Hanaysha, J., Ghani, N.H.A., andHilman, H. (2013). The influence of product quality and service quality on brand leadership: empirical evidence from Malaysia. Business and Management Review, 3(4), 227-236. 6. Hin, C.W., Isa, F. M., andHee, H.C. (2014). A study of perception of international students on quality of Malaysian cars. Malaysian Management Journal, 18, 13-22. 7. Jansson, E. (2013). Cross-cultural differences in brand image perception – an exploration of the Volvo brand – an exploration of the Volvo brand. (Master Thesis), University of Gothenburg, Gothenburg, Sweden. 8. John, B., andPragadeeswaran, S. (2013). A study of small car consumer preference in Pune city. Trans Asian Journal of Marketing, and Management Research, 2(3-4), 1-14. 9. Karunanayake, R.K.T., andWanninayake, W.M.C.B. (2015). Impact of key purchasing determinants on purchase intention of hybrid vehicle brands in Sri Lanka, an empirical study. Journal of Marketing Management, 3(1), 40-52. 10. Kiyani, T.M., Niazi, M.R.U.K., Rizvi, R.A., and Khan, I. (2012). The relationship between brand trust, customer satisfaction and customer loyalty. (Evidence from automobile sector of Pakistan). Interdisciplinary Journal of Contemporary Research in Business, 4(1), 489-502. 11. Malik, G. (2015). Impact of customer relationship management on customer loyalty and customer retention with reference to automobile sector. University Journal of Research, 1(1), 70-89. 12. Manikandan, K., andRajamohan, A. (2014). Consumer’s need for uniqueness in buying small cars. Journal of Management Policies and Practices, 2(1), 135-146. 13. Monga, N., and Chaudhary, B. (2012). Car market and buying behaviour – a study of consumer perception. International Journal of Research in Management, Economics and Commerce, 2(2), 44-63. 14. Purkayastha, R.D. (2016). Being a first time car owner – a study on understanding consumer small car purchase behaviour in Silchar Town. International Journal of Research in IT and Management. 6(7), 98-107. 15. Rana, V.S., andLokhande, M.A. (2013). Performance evaluation of Maruti Suzuki India limited: an overview. Asia Pacific Journal of Marketing, and Management Review, 2(2), 120-129. 16. Sharma, K. (2012). Pre-owned car market in India: a study of marketing strategies of car makers. International Journal of Engineering Sciences, and Management, 2(2), 180-184. 17. Tandon, M., Malhan, S., andPachpore, P. (2017). Significance of fuel efficiency in the factors affecting brand loyalty in automobile industry. International Journal of Engineering Technology, Management and Applied Sciences, 5(6), 94-104. 18. Zia, N., andSohail, M. (2016). Factors effecting consumer brand preferences in automobile industry. Singaporean Journal of Business Economics, and Management Studies, 5(3), 55-65.
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References

1. Biswas, A., Mukherjee, A., and Roy, M. (2014). Leveraging factors for consumer’s car purchase decisions – a study in an emerging economy. Journal of Management Policies and Practices, 2(2), 99-111.
2. Chopra, K. (2017). Brand analysis of Nexa.International Journal of Research in Finance and Marketing, 7(2), 155-162.
3. Gupta, B., and Agarwal, N. (2013). Influence of value added services associated with brand names on consumer buying decision with special reference of car buyers in Alwar District. International Journal of Management, and Business Studies, 3(2), 122-131.
4. Hanaysha, J., andHilman, H. (2015). The impact of product innovation on relationship quality in automotive industry: strategic focus on brand satisfaction, brand trust, and brand commitment. Asian Social Science, 11(10), 94-104.
5. Hanaysha, J., Ghani, N.H.A., andHilman, H. (2013). The influence of product quality and service quality on brand leadership: empirical evidence from Malaysia. Business and Management Review, 3(4), 227-236.
6. Hin, C.W., Isa, F. M., andHee, H.C. (2014). A study of perception of international students on quality of Malaysian cars. Malaysian Management Journal, 18, 13-22.
7. Jansson, E. (2013). Cross-cultural differences in brand image perception – an exploration of the Volvo brand – an exploration of the Volvo brand. (Master Thesis), University of Gothenburg, Gothenburg, Sweden.
8. John, B., andPragadeeswaran, S. (2013). A study of small car consumer preference in Pune city. Trans Asian Journal of Marketing, and Management Research, 2(3-4), 1-14.
9. Karunanayake, R.K.T., andWanninayake, W.M.C.B. (2015). Impact of key purchasing determinants on purchase intention of hybrid vehicle brands in Sri Lanka, an empirical study. Journal of Marketing Management, 3(1), 40-52.
10. Kiyani, T.M., Niazi, M.R.U.K., Rizvi, R.A., and Khan, I. (2012). The relationship between brand trust, customer satisfaction and customer loyalty. (Evidence from automobile sector of Pakistan). Interdisciplinary Journal of Contemporary Research in Business, 4(1), 489-502.
11. Malik, G. (2015). Impact of customer relationship management on customer loyalty and customer retention with reference to automobile sector. University Journal of Research, 1(1), 70-89.
12. Manikandan, K., andRajamohan, A. (2014). Consumer’s need for uniqueness in buying small cars. Journal of Management Policies and Practices, 2(1), 135-146.
13. Monga, N., and Chaudhary, B. (2012). Car market and buying behaviour – a study of consumer perception. International Journal of Research in Management, Economics and Commerce, 2(2), 44-63.
14. Purkayastha, R.D. (2016). Being a first time car owner – a study on understanding consumer small car purchase behaviour in Silchar Town. International Journal of Research in IT and Management. 6(7), 98-107.
15. Rana, V.S., andLokhande, M.A. (2013). Performance evaluation of Maruti Suzuki India limited: an overview. Asia Pacific Journal of Marketing, and Management Review, 2(2), 120-129.
16. Sharma, K. (2012). Pre-owned car market in India: a study of marketing strategies of car makers. International Journal of Engineering Sciences, and Management, 2(2), 180-184.
17. Tandon, M., Malhan, S., andPachpore, P. (2017). Significance of fuel efficiency in the factors affecting brand loyalty in automobile industry. International Journal of Engineering Technology, Management and Applied Sciences, 5(6), 94-104.
18. Zia, N., andSohail, M. (2016). Factors effecting consumer brand preferences in automobile industry. Singaporean Journal of Business Economics, and Management Studies, 5(3), 55-65.
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